10 Ways to Get MORE Out of Your Advertising Dollar Marketing On Demand, LLC

Marketing: The Art and Science The Art of Marketing The Art of Marketing Design Design Creative concepts Creative concepts Emotional appeal Emotional appeal The Science of Marketing The Science of Marketing Demographics Planning Consistency Marketing mix Bottom line results

Customers Increasingly Fragmented Attentions

#1: Know Who You Are Can you say, in one sentence, what you do? Can you say, in one sentence, what you do? Why are you unique? (either as a business or what you provide) Why are you unique? (either as a business or what you provide) “Only provider of” “Only provider of” “Lowest prices in” “Lowest prices in” Personal service Personal service How can I solve YOUR problem? How can I solve YOUR problem?

#2 Know Your Customers Who are they? Who are they? Men, women, families, children, household income, age, interests Men, women, families, children, household income, age, interests Where do they live? Where do they live? Geographic radius, neighborhood, home owner or renter Geographic radius, neighborhood, home owner or renter Find out with survey, market research, gut feel or asking! Find out with survey, market research, gut feel or asking! Hard numbers – citydirectory.com Hard numbers – citydirectory.com Identify emotional/”pain points”/adjectives that describe their needs Identify emotional/”pain points”/adjectives that describe their needs

#3. Check your goals Branding Branding Creating awareness of your image, name, reputation among the universe of potential buyers Advertising Advertising Call to action Providing information Capturing the business of those buyers who are making a buying decision TODAY

#4. Focus on branding, advertising or both Who should focus on branding? New businesses New businesses Businesses with long sales cycles Businesses with long sales cycles High-dollar products High-dollar products Businesses needing to build long- term community goodwill Businesses needing to build long- term community goodwill Businesses who want to build long- term, repeat customers Businesses who want to build long- term, repeat customers

…Who should focus on advertising? Businesses with seasonal products and services, frequent specials, “slow times” Businesses with seasonal products and services, frequent specials, “slow times” Impulse buys, short sales cycles Impulse buys, short sales cycles Direct sales Direct sales Infrequent, major purchases Infrequent, major purchases

…Who should do both? Most businesses should plan to invest in a blend of branding and advertising as part of their marketing mix Most businesses should plan to invest in a blend of branding and advertising as part of their marketing mix Tailor messages to work across all media Tailor messages to work across all media Messages in multiple media are the most effective (i.e., radio AND newspaper) Messages in multiple media are the most effective (i.e., radio AND newspaper)

#5: Analyze the opportunity Circulation/listeners/viewers Circulation/listeners/viewers How well does this match up with YOUR customers? How well does this match up with YOUR customers? Divide cost of ad by number of “touches” (circulation) Divide cost of ad by number of “touches” (circulation) $1000/20,000 = $.05/per touch $1000/20,000 = $.05/per touch Prorate for your market segment Prorate for your market segment Only a 5-10% match? Consider direct mail or other ad opportunities Only a 5-10% match? Consider direct mail or other ad opportunities

#6. Develop ads that meet your goals Is the ad for branding or for immediate results? Is the ad for branding or for immediate results? Include a call to action Include a call to action Tell a story Tell a story Appeal to emotions Appeal to emotions Less is more Less is more Capture interested parties Capture interested parties

#7. Track your results “I know half of my advertising dollars are wasted…I just don’t know which half.” – John Wanamaker - Simple tracking form - Coupon codes - Extensions - “Ask for Mary” - Web hit tracking - Asking customers “how did you hear about us?”

#8. Online advertising Yahoo! Search and Google AdWords – potential to revolutionize local business advertising Yahoo! Search and Google AdWords – potential to revolutionize local business advertising Less expensive, more specific Less expensive, more specific Consider banner ads/branding opportunities with related sites Consider banner ads/branding opportunities with related sites

Marketing Mix and Goals

#9. Rinse and Repeat Any good program takes time (6-9 months for print), less for online to determine what works Any good program takes time (6-9 months for print), less for online to determine what works Invest in planning up front rather than hit or miss approach Invest in planning up front rather than hit or miss approach Schedule quarterly/campaign- specific meetings to analyze effectiveness Schedule quarterly/campaign- specific meetings to analyze effectiveness

#10. Live in the real world Work with the limits of your marketing budget Work with the limits of your marketing budget Spend money where your current customers are Spend money where your current customers are Enhance your advertising with other customer retention strategies Enhance your advertising with other customer retention strategies

Case Study: Wicks Wood Floors $30,000 marketing/advertising budget Heavy on Yellow Pages tried print, radio, TV “Just don’t know what to do or what is working” Marketing plan highlights - Tracking yellow pages calls - Identified competitive angle, investing in consistent, local branding close to home - Developing customer newsletter to encourage repeat business - - Purchased coupon-based advertising to expand into Lake Country market - - PR program to pitch ideas to local publications - - TV appearance Result: A consistent, measurable plan and increased peace of mind for owners – results sure to follow!!